Abstract

Perceptions of service quality is a comparison between the expectations of consumers for a service with the reality/experience gained on the service consumer. Quality of care starts from customer needs and ends on customer perception. This means that image quality is not good
based on the point of view or perception of service providers, but based on the customer's point of view or perception. Who consume and enjoy the customer service company, so that the customer is also a determining good/bad a quality service.
This research is a quantitative descriptive research that aims to determine the perceptions of service quality Samsung Mobile Service Center Malang. The measurement of the quality of the service itself is based on the dimensions of direct evidence, reliability, responsiveness, assurance and empathy. The sample in this research totalling 100 subjects. The sampling technique used
was accidentally sampling. Methods of data collection in this study using the scale of service quality scale. Further data analysis method used is T-Score and percentage analysis.
The research concluded that the perception of good service quality is only shown on the dimensions of empathy, with the remaining subjects had a bad perception of the dimension of direct evidence, reliability, responsiveness, and assurance. Quality of service Samsung Mobile Service Center Malang is also not fully capable of giving satisfaction as customer expectations when seen from the characteristics of the subject In addition to these findings, the perception of service quality in general show that 50% of the subjects had positive perceptions (both) the quality of service and another 50% have a negative perception (poor) to service quality Samsung Mobile Service Center Malang.